Surferelle
Global Audience
2026
The Challenge
Surferelle’s all-women’s surf coaching trips have been selling out for years, and she wanted to grow into more passive offerings and drive members to her new community platform, a first-of-its-kind hub for women in surfing. But she needed to know what her audience wanted before building anything and design execution across all email, survey, and e-book assets.
The Goal
Turn an engaged audience into insight and community: collect real data and drive signups to her new member platform.
My Approach
A connected funnel from inbox to insight to community:
2-email flow driving to a survey, then platform signup
Typeform survey revealing what her audience wants next
3 original e-books offering instant value
Fully responsive on mobile and desktop
Email Flow
Two emails designed to move her audience from inbox to survey to platform. The first earned a 14.6% click rate, and the second kept momentum going at 6.1%. Both held a 52% open rate.
Typeform Survey
A Typeform built to make answering feel easy and give Elle real direction in her business expansion. It drew thousands of responses and revealed what her community wants most.
E-Book Series
Surf knowledge has long been passed down informally, locked behind expensive coaching, or simply out of reach, especially for women. Elle wrote three in-depth guidesto change that. Each one tackles a common problem that holds women back in the water, in a format nobody else in the industry was offering. I owned the design and layout of all three guides, from first structure to final files. Because each one is 40+ pages of dense, instructional content, I built a flexible layout system within Surferelle’s brand guidelines rather than designing each book page by page. The system covers: